Just What the Patient Ordered

For customers of Hims, the online retailer of hair loss and erectile dysfunction remedies, the promise of renewed youth and vigor arrives through the mail in a simple beige box. “Future you thanks you,” reads the sans serif type under the top flap.

Nestled inside (depending on your order) are ivory-colored cloth bags and bottles filled with pills, gummies, ointments, sprays, shampoos, and—is that a whiff of sandalwood?

“If we can make each point of the [medication] experience amazing and beautiful, hopefully the outcomes will be a lot better,” says Andrew Dudum, the CEO of the two-year-old company, which sells generic versions of prescription drugs like Viagra, Cialis, and Propecia, as well as over-the-counter cures, such as a spray that claims to prevent premature ejaculation. “As a Hims customer, you’ll have a lot of surprises in your box,” he adds, referring to how the company includes playful letters, candles, and even the occasional cologne-scented strip to heighten the multisensory experience of medication delivery. “One thing the [traditional] healthcare system doesn’t do is make you smile.” Even the most sophisticated pharmacists have to concede that, until now, prescription medicine hasn’t offered much of an unboxing experience.

Over the past few years, venture firms such as Maverick Capital, Kleiner Perkins, and Forerunner Ventures have plowed some $500 million into online startups that are seeking a slice of the estimated $61 billion Americans spend out of pocket on prescription drugs every year. And they’re doing it by making drug buying convenient, discreet, and even——fun. Hims, which raised a $100 million Series C in January at a valuation of $1.2 billion, launched a sister brand last fall, called Hers, which offers